Israel's largest cellular company is now a content machine. To tackle the drop in user volume brought on by a new policy, Cellcom launched Cellcom TV and Cellcom Volume. Any_ partnered with Cellcom Volume to design UX for the first local subscription-based music streaming service in Israel.

How do users arrange the music they love and discover new artists when there are hundreds of thousands of tracks to sort through? Giants such as Spotify and Apple Music have useful systems, but they were never adapted to the Israeli market. Enter Any_'s design for Cellcom Volume.

We believe that good invention builds on existing foundations. In other words, we stand on the shoulders of giants. Companies around the world already use solid user testing for basic product architecture. All we had to do was step up the UX game - that's a thing - with cross-industry design hacks.

Our design may be original, but our love of a good tune is not. As music lovers ourselves, we discovered a delicate balance between two listening experiences: "Just play my music" and "I'm in the mood for..." - "I gotta have me my Kanye" vs. "this Merlot goes well with R&B."

Any is a state of mind. Any is also a New York-based digital design agency.Any is the crossroad between possible, probable, and preferable futures.As the social climate shifts towards boundary-building and side-choosing, we embrace the in-between and the undefined, until the moment is ripe. You know, we imagine.

For us, imagination is a collective process in which multiple voices come together to create market validated, smart, attractive products that stand the test of time.

Any’s design methodology begins with exploring and identifying a product’s potential, defining its possible trajectories and designing for those we deem preferable. Instead of waiting for the future to randomly unfold and either match or mismatch our design assumptions, we call it.